The VIP Host Who Only Calls When You're Losing

The VIP Host Who Only Calls When You're Losing

A great VIP host knows when to call, when to congratulate and, most importantly, how to make a player feel valued.

Throughout my years in the casino industry, I've always believed that the best VIP relationships are built on personal attention, consistency and genuine appreciation — not simply bonuses when a player loses.

One of the most valuable tools I used as a VIP host was a simple alert system.

We had alerts for birthdays, anniversaries, special occasions, significant deposits, big wins and big losses. Every 24 hours, the system would generate notifications highlighting players who deserved personal attention.

But here's the important part: Every alert required a reaction from the VIP host.

Today, with artificial intelligence and modern technology, these alerts could be generated almost instantly. There really is no excuse for missing an important occasion or failing to acknowledge a significant moment in a VIP player's journey.

Congratulating a Winner Is Just as Important as Supporting a Loser

Think about this for a moment.

When you're a VIP host employed by a casino, congratulating a player who has just won €200,000 is relatively easy. You're receiving your salary regardless of the result.

But imagine you own the casino.

One of your VIP players has just won €200,000, and that money is coming out of your business.

Would you still pick up the phone with the same enthusiasm and congratulate them?

You absolutely should.

In fact, I believe this is one of the true tests of a great casino operation.

A player who wins big deserves recognition, not silence. A simple personal call saying, "Fantastic result! I'm delighted for you. Enjoy your winnings!" can mean more than another promotional offer.

A VIP host who only appears when a player is losing isn't building a relationship. They're managing a revenue stream.

And players eventually recognise the difference.

Consistency Is Everything

Another important lesson I've learned is that VIP players appreciate consistency.

Take weekend bonuses, for example.

If you've established a tradition of rewarding your VIP players every Friday, maintain that tradition.

Don't offer a bonus one weekend, disappear for three weeks and then suddenly return when the player has suffered a significant loss.

Consistency builds trust. Inconsistency creates frustration.

With today's technology, many routine VIP rewards, such as birthday gifts, weekend bonuses and loyalty recognition, can be automated.

My preference has always been straightforward cash rewards where appropriate, rather than complicated bonuses with endless wagering conditions.

But automation should support the relationship, never replace the personal touch.

And rewards should never be used to pressure someone into gambling more or recovering losses.

VIP Players Are People, Not Account Numbers

One concern I've noticed over the years is that many VIP hosts come from call centre environments.

There's nothing wrong with that background, but the mindset can sometimes become too transactional.

Player number 12345 deposits €10,000.

Player number 67890 loses €20,000.

Player number 24680 hasn't played for seven days.

Suddenly, VIP management becomes a series of numbers, targets and automated messages.

But behind every account number is a real person.

Someone who has a birthday, a family, a business, personal achievements and sometimes difficult moments in life.

A VIP player doesn't always need another bonus.

Sometimes a simple birthday message, a thoughtful gift or a genuine congratulations after a big win is far more meaningful.

And sometimes the right thing to do is simply to respect their privacy and leave them alone.

Technology Can Alert You. Only People Can Build Relationships.

I'm a strong believer in using AI to improve VIP management.

Imagine a system that instantly informs a host when a player celebrates a birthday, reaches an important milestone or enjoys a significant win.

It could remind the host of the player's preferences, previous conversations and important occasions, with appropriate consent and privacy safeguards.

That's incredibly valuable.

But the technology is only doing half the job.

The other half is having someone who genuinely cares enough to act on that information.

A birthday greeting shouldn't feel like a marketing campaign. A congratulatory call shouldn't sound scripted. And a VIP relationship should never depend entirely on how much someone deposits or loses.

My Golden Rule of VIP Hosting

After decades of dealing with VIP players, my philosophy remains remarkably simple:

Treat your VIP players the way you would like to be treated.

Celebrate their wins. Remember their birthdays. Be consistent with your promises. Respect their decisions. And most importantly, don't make them feel that you only care when they're losing.

Because the best VIP host isn't necessarily the person offering the biggest bonus.

It's the person who makes you feel valued, even when there's absolutely nothing to gain.**

Jörn-Peter Thiessen*
Founder, VIP Legacy Club*
www.viplegacyclub.com*